WKD, the UK’s no.1 RTD1, is signalling a major push in 2021 with the announcement that the brand is to be the Official Alcohol Partner of ITV2’s Love Island. The exclusive deal will give WKD extensive association with a programme format which has transcended from hit TV show to cultural phenomenon.
The comprehensive plans to support WKD’s Official Partner status will comprise broadcast media, bespoke co-branded pack designs, money-can’t-buy consumer prizes and extensive social and digital content. The forthcoming series will air on ITV2 this summer.
Love Island – the relationship-based reality show featuring a cast of singles hoping to find love in the sun and win a cash prize in the process – has gone from strength to strength with every series. The last summer series attracted an average 5.9 million viewers across all devices and the show became the most watched digital channel programme ever. Series 5 of the show won the 9pm slot every night for 18-34 year-olds, and with the show’s 18-34 TV audience up 657% since Series 1, Love Island is considered a perfect partner for WKD by owner SHS Drinks.
As part of the high-profile tie-in, WKD will be back on TV with a series of ads showcasing the programme association. The campaign will air across the upcoming series using the strapline ‘WKD coupled up with Love Island; Love it!’. The ads will also be viewed extensively through non-TV devices, plus via the hugely popular Love Island app and across WKD social channels.
WKD will be showcasing the Love Island association with two unique pack initiatives which will bring the partnership to life at the point of purchase and drive rate of sale for stockists by leveraging young adults’ desire for all things Love Island-related.
- Two striking Love Island co-branded designs will appear on limited edition 700ml bottles of WKD Pink.
To maximise effectiveness across trade channels, the impactful bottle designs will be available in regular and £2.99 price-marked pack (PMP) versions.
- A co-branded on-pack offer will feature prominently on key WKD multipacks, offering thousands of opportunities to win exclusive Love Island and WKD merchandise, including the show’s legendary personalised water bottles.
PR and Social Media Amplification
Through a range of activities on the WKD social channels, the UK’s leading RTD1 will appeal to consumers hungry for information and gossip about the show’s participants. WKD will drive home its Love Island association with a comprehensive social media campaign including:
- Engaging competitions to win merchandise and money-can’t-buy prizes
- Interviews with Islanders’ friends and family
- Villa exclusives featuring clips and stills
- Activities with key social media influencers
“It’s great to have engaged a fun, energetic and high-profile brand like WKD as Love Island’s Official Alcohol Partner,” says Simon Daglish, ITV Deputy Managing Director, Commercial. “The Love Island media presence stretches far beyond the nightly TV episodes as the social media and on-pack opportunities that the show offers WKD are extensive. This is a great example of how we can work with brands more widely than spot advertising and we look forward to working with SHS Drinks as TV’s hottest show returns this summer.”
Alison Gray, Head of Brand – WKD, at SHS Drinks, says: “WKD is thrilled to have successfully coupled up with such a sassy partner as Love Island. In a fragmented media landscape, the show’s meteoric success highlights how our target market still craves a shared experience. Forging relationships is at the heart of Love Island and this partnership will enable WKD to deliver a comprehensive campaign with huge reach which will be on TV, on pack, on social media and, most importantly of all, on people’s lips and generating a real talk-about factor. In the ‘always on’ world of young adults, linking with the show gives WKD the opportunity to drive relevant messaging to our target audience 24/7.
“Love Island will beam some much-needed sun, fun and romance into living rooms this summer. WKD and Love Island are set to be this summer’s winning couple: linking with the show is the perfect way for WKD to build on the huge sales momentum achieved in 2020 and continue to deliver robust growth for stockists.”